Situation
In the places where Penny's Pork Crackling is stocked, it literally flies off the shelves and we can see why. It's a delicious and natural treat. When Penny's Pork Crackling wanted to expand distribution they put us to work. Not only did they need a new flyer, they also wanted to revitalise the look for a more sophisticated market. After a lengthy taste testing session we got to work. We were given a very open design brief.
The work
We started out with the knowledge that some/most people have the idea that pork crackling is an unhealthy option, when compared to potato chips, etc. So we got to thinking. To update the look of the company, we investigated the brand attributes. We looked at the current consumption habits of people, and the increasing interest in cuisine for the average Aussie. We also researched how pork crackling is used in 'other' ways than just munching with a beer.
The research yielded some interesting ideas. We found that it's chemical free, high in protein, it's offered in sophisticated flavours and it's all natural and home cooked. We emphasized the 'Natural' and 'Home Cooked/Homely' aspects of the product in the design. Intentionally, we worked to evolve a new and modern brand, but also have a classic appeal to the look which emphasizes the 'natural/old worldly' aspect of the product. Further in the design, we wanted to communicate the whole 'comfort' message to increase attention, to tap into emotions and to expand purchase consideration to lead to increased sales.
Result
This little piggy went to market and pub, and corner store, and tavern, and 5 star hotels, with a significant increase in new business being achieved. More importantly, the repositioning of the product to a more premium product was a success.